The role of digitalization in business and management: a systematic literature review
Digitalization is a powerful engine for economic growth in the world. In 2018, digitally
transformed firms represented 13.5 billion US dollars of global GDP and, towards the end of …
transformed firms represented 13.5 billion US dollars of global GDP and, towards the end of …
A broad overview of interactive digital marketing: A bibliometric network analysis
The widespread adoption of digital technologies and online social networks has
revolutionized the way marketers engage with consumers. By deploying various digital …
revolutionized the way marketers engage with consumers. By deploying various digital …
[HTML][HTML] What is XR? Towards a framework for augmented and virtual reality
Abstract Augmented Reality (AR), Virtual Reality (VR), Mixed Reality, and Extended Reality
(often–misleadingly–abbreviated as XR) are commonly used terms to describe how …
(often–misleadingly–abbreviated as XR) are commonly used terms to describe how …
The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro
The paper assesses the ways in which digital transformation in Montenegro influences the
use of digital marketing in business, determining the impact of this concept on promotion …
use of digital marketing in business, determining the impact of this concept on promotion …
Applying virtual reality and augmented reality to the tourism experience: a comparative literature review
Purpose The purpose of this paper is to investigate how previous literature has analyzed the
role of augmented reality and virtual reality in the field of tourism, distinguishing between …
role of augmented reality and virtual reality in the field of tourism, distinguishing between …
A framework for collaborative artificial intelligence in marketing
We develop a conceptual framework for collaborative artificial intelligence (AI) in marketing,
providing systematic guidance for how human marketers and consumers can team up with …
providing systematic guidance for how human marketers and consumers can team up with …
The new wave of AI-powered luxury brands online shop** experience: The role of digital multisensory cues and customers' engagement
Academic literature retains a dearth of empirical evidence of the cutting-edge aspect of
artificial intelligence (AI)-powered digital assistance and digital multisensory cues, despite …
artificial intelligence (AI)-powered digital assistance and digital multisensory cues, despite …
[HTML][HTML] Setting the future of digital and social media marketing research: Perspectives and research propositions
The use of the internet and social media have changed consumer behavior and the ways in
which companies conduct their business. Social and digital marketing offers significant …
which companies conduct their business. Social and digital marketing offers significant …
Blending the real world and the virtual world: Exploring the role of flow in augmented reality experiences
This study examines the 'sweet spot'of augmented reality (AR) through the lens of flow
theory and has two primary objectives. First, the study seeks to determine whether …
theory and has two primary objectives. First, the study seeks to determine whether …
The effects of augmented reality mobile app advertising: Viral marketing via shared social experience
EC Sung - Journal of Business Research, 2021 - Elsevier
Augmented reality (AR) tools can increase the effectiveness of traditional marketing
approaches. This study tests the effectiveness of AR advertising in the specific context of …
approaches. This study tests the effectiveness of AR advertising in the specific context of …